think mobile april 2010_michael gartenberg

Social Ubiquity –The Disruption When Mobile

and Social Networks Intersect

Michael GartenbergApril, 2010#thinkmobile

Enablement The PC moved from the desktop to the pocket & consumers are always connected

PersistenceConsumers now access people & content relative to them at any given moment

Trusted Ubiquity Information can now be both real time and trusted

Context is the Key to Social Ubiquity

Four Aspects to Social Ubiquity

People – My Networks

People – Trust Matrix

Business Personal Public

High Trust A business contact who is credible in their space

A friend who you trust as they may be like you

Public Expert, columnist, analyst, scientist.

Low Trust Someone you may work with distantly and may

not know

Someone you don't have a close relationship with, or they are not 'like you'

Celebrity

Time

Time – Trust MatrixHistorical Immediate Intention

Trust Rating Highest High Lowest

Value and Opportunity Rating

Low High Highest

Place

Hierarchy of Mobile Needs

Some Scenarios as a Result

Crossover Matrix

People Activity Time Place

People X Real Time Status Friends Bread Crumbs

Community ratings

Activity X X Historical behavior Real Time Status

Time X X X Personal BreadCrumbs

Place X X X X

Consumers Empowered

• Communication Moves to Collaboration

• A Global Collective Reference Memory is Created

• Communication is One to Many Not One to One

• Social networks & Relationships Reinforce Behavior

Consumers are empowered to never make mistakes

Consumers Influenced Beyond their Physical Surroundings

Prior: My Decisions Based On -• Personal historical behavior• External influences. Ads, Friends

Now: My Decision Process Now Includes -• Real Time Information• Contextual Data• Social Factors Beyond My Physical Sphere of

Influence & Reach

The Result? I Make Better Decisions. Fewer Mistakes

Brands, Sellers & Companies Severely Impacted

Companies trying to reach consumers in their mobile space must embrace the following changes:

1. Can't rely only on personal history, social influences must be factored.

2. Experiences both good and bad are exaggerated and magnified in real time.

3. There are no more secrets - Brands can no longer sweep bad experiences under the carpet.

Brands, Sellers & Companies Severely Impacted

Companies trying to reach consumers in their mobile space must embrace the following changes

4. Brands can't focus on individual reviewers. Collective memory is important.

5. Companies can no longer ignore real time. Must monitor -- and respond.

6. Reputation inertia is a powerful force. How your perception initially tracks, will be hard to deviate from.

7. More data doesn’t make for better information.

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Thank you

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Michael Gartenberg

michael@altimetergroup.com

Gartenblog.net

Twitter: gartenberg

For slides, send an email to

slides@altimetergroup.com

About Us

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Altimeter Group is a strategy consulting firm that provides companies

with a pragmatic approach to disruptive technologies. We have four

areas of focus: Leadership and Management, Customer Strategy,

Enterprise Strategy, and Innovation and Design.

Visit us at http://www.altimetergroup.com or contact

info@altimetergroup.com.